{"id":47749,"date":"2021-09-17T12:18:33","date_gmt":"2021-09-17T10:18:33","guid":{"rendered":"https:\/\/cronuts.digital\/programa-de-incentius-per-que-treballadors-participen-en-el-marketing-digital-de-la-teva-empresa\/"},"modified":"2026-07-13T14:13:36","modified_gmt":"2026-07-13T12:13:36","slug":"programa-de-incentius-per-que-treballadors-participen-en-el-marketing-digital-de-la-teva-empresa","status":"publish","type":"post","link":"https:\/\/cronuts.digital\/ca\/programa-de-incentius-per-que-treballadors-participen-en-el-marketing-digital-de-la-teva-empresa\/","title":{"rendered":"Programa d&#8217;incentius perqu\u00e8 treballadors participin al m\u00e0rqueting digital de la teva empresa"},"content":{"rendered":"<h2>Alguns casos t\u00edpic amb qu\u00e8 ens trobem:<\/h2>\n<ul>\n<li>Els membres del <strong>departament de vendes no exerceixen ambaixadors de marca a Linkedin<\/strong> posteant i publicant freq\u00fcentment per millorar la notorietat de la marca.<\/li>\n<li>El departament de m\u00e0rqueting ha de generar contingut sobre temes t\u00e8cnics, per\u00f2 <strong>el departament t\u00e8cnic no col\u00b7labora en la revisi\u00f3 o realitzaci\u00f3<\/strong> dels mateixos.<\/li>\n<li>El poc contingut que es distribueix per part de departaments de vendes i t\u00e8cnics <strong>no formen part de l&#8217;estrat\u00e8gia de continguts estipulada al pla de comunicaci\u00f3<\/strong> .<\/li>\n<\/ul>\n<p>En definitiva no hi ha una alineaci\u00f3 d&#8217;objectius entre departaments <em>.<\/em> Et sona haver viscut alguna experi\u00e8ncia semblant? Doncs nosaltres hem trobat una soluci\u00f3. Continua llegint.<\/p>\n<p><strong>La generaci\u00f3 i distribuci\u00f3 de continguts  <\/strong>\u00e9s clau a l&#8217;hora de millorar la  <strong>notorietat de marca de la teva empresa dins de l&#8217;ecosistema digital.<\/strong>  I \u00e9s que com a propietari o director d&#8217;un departament no hi ha millor m\u00fasica per a les teves orelles que veure els teus treballadors generant contingut i distribuir-lo a Xarxes Socials; al capdavall, ells s\u00f3n uns dels millors ambaixadors de la teva marca. Sona b\u00e9, oi? I \u00e9s que tot aix\u00f2 \u00e9s molt bonic, per\u00f2 a l&#8217;hora de la veritat s\u00f3n molt pocs els treballadors que fan servir <strong>LinkedIn<\/strong> per publicar contingut. \u00c9s m\u00e9s, en certes ind\u00fastries ni el departament comercial est\u00e0 acostumat a fer servir aquest canal. La pregunta \u00e9s, doncs, <strong>com incentivar els treballadors col\u00b7laborin amb el <a href=\"https:\/\/cronuts.digital\/servicios-digitales\/estrategia-digital\/\">m\u00e0rqueting digital<\/a> de la companyia.<\/strong> La resposta \u00e9s generant <strong>un sistema de punts que comporti una retribuci\u00f3.<\/strong> Nosaltres ho hem anomenat <strong>Programa d&#8217;Incentius perqu\u00e8 treballadors participin en el m\u00e0rqueting digital de la teva empresa<\/strong> . Ens agradaria destacar que aquest programa ha estat dissenyat no nom\u00e9s per nosaltres, experts de m\u00e0rqueting digital, sin\u00f3 que hem anat de la m\u00e0 de  <a href=\"https:\/\/www.linkedin.com\/in\/manuel-lanuza-0b384723\/?originalSubdomain=es\" target=\"_blank\" rel=\"noopener\">Manuel Lanuza<\/a>, soci de  <a href=\"https:\/\/humanway.es\/\" target=\"_blank\" rel=\"noopener\">Human Way<\/a>  per validar l&#8217;aplicaci\u00f3 del sistema retributiu a empreses amb departaments de recursos humans establerts i sistemes d&#8217;incentius ja en funcionament.<\/p>\n<p>&nbsp;<\/p>\n<h2>Qu\u00e8 \u00e9s el Programa d&#8217;Incentius?<\/h2>\n<p>Crear un sistema de punts a trav\u00e9s de la <a href=\"https:\/\/www.google.com\/search?q=gamification+cronuts&amp;oq=gamification+cronuts&amp;aqs=chrome..69i57.3152j0j7&amp;sourceid=chrome&amp;ie=UTF-8\" target=\"_blank\" rel=\"noopener\"><strong>gamificaci\u00f3<\/strong><\/a> perqu\u00e8 es generi contingut rellevant. El sistema que estem utilitzant en un dels nostres clients \u00e9s el seg\u00fcent:<\/p>\n<table style=\"height: 255px;\" width=\"745\">\n<tbody>\n<tr>\n<td width=\"80\"><strong>Punts<\/strong><\/td>\n<td width=\"511\"><strong>Acci\u00f3<\/strong><\/td>\n<\/tr>\n<tr>\n<td>30<\/td>\n<td>Post a LinkedIn viralitzat (m\u00e9s de 100 \u00abM&#8217;agrada\u00bb)<\/td>\n<\/tr>\n<tr>\n<td>20<\/td>\n<td>Participaci\u00f3 a la generaci\u00f3 d&#8217;un v\u00eddeo t\u00e8cnic<\/td>\n<\/tr>\n<tr>\n<td>5<\/td>\n<td>Post a LinkedIn, m\u00e0xim 3 a la setmana<\/td>\n<\/tr>\n<tr>\n<td>3<\/td>\n<td>Generaci\u00f3 d&#8217;entrada t\u00e8cnica al bloc de m\u00e9s de 1000 paraules<\/td>\n<\/tr>\n<tr>\n<td>2<\/td>\n<td>Revisi\u00f3 de contingut realitzat per part del departament de m\u00e0rqueting<\/td>\n<\/tr>\n<tr>\n<td>0,50<\/td>\n<td>Comentari rellevant a LinkedIn d&#8217;altres publicacions, m\u00e0xim 2 al dia<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>El repte recau llavors a mantenir els treballadors informats sobre <strong>l&#8217;evoluci\u00f3 de la puntuaci\u00f3.<\/strong> Normalment \u00e9s el mateix departament de m\u00e0rqueting el que s&#8217;encarrega de fer aquesta tasca, m\u00e9s concretament el <strong>content manager<\/strong> de l&#8217;empresa. Un dels casos on veiem que t\u00e9 m\u00e9s \u00e8xit la implantaci\u00f3 daquest sistema de punts \u00e9s enviar un mail amb la puntuaci\u00f3 actualitzada cada final de mes. S\u00f3n els mateixos treballadors els que informen el departament de m\u00e0rqueting sobre les diverses accions que han realitzat a Xarxes Socials.<\/p>\n<p>L&#8217;altra gran pregunta \u00e9s, qu\u00e8 se&#8217;ls ofereix als guanyadors per participar en aquest sistema d&#8217;incentius? La resposta a aquesta pregunta dep\u00e8n molt de les restriccions pressupost\u00e0ries de lempresa en q\u00fcesti\u00f3. Passem de la retribuci\u00f3 menys a la m\u00e9s agressiva.<\/p>\n<p>Sigui quines siguin les circumst\u00e0ncies, destaquem que el departament de comunicaci\u00f3 o m\u00e0rqueting digital, es guarda la potestat de determinar si la qualitat del contingut \u00e9s suficient perqu\u00e8 es consideri puntuable. Aquesta cl\u00e0usula al sistema de punts s&#8217;estableix precisament per <strong>assegurar certa qualitat en el contingut<\/strong> i evitar, per exemple: comentaris sense sentit a LinkedIn o posts irrellevants que no aportin valor a la comunitat. \u00c9s per aix\u00f2 que es marquen uns l\u00edmits m\u00e0xims a l&#8217;hora de publicar posts i comentaris.<\/p>\n<h3>Premi no monetari per als tres primers classificats<\/h3>\n<p>Establir premis en esp\u00e8cie per als tres primers classificats que no comportin una compensaci\u00f3 econ\u00f2mica directa. L&#8217;exemple que apliquem a un dels nostres clients \u00e9s el seg\u00fcent:<\/p>\n<ul>\n<li><strong>Primer Classificat:<\/strong> Un viatge per a 2 persones a una destinaci\u00f3 a Europa.<\/li>\n<li><strong>Segon Classificat:<\/strong> Un cap de setmana per a 2 persones per Espanya.<\/li>\n<li><strong>Tercer classificat<\/strong> : Un sopar per a 2 persones en un Restaurant.<\/li>\n<\/ul>\n<p>Tot i aix\u00f2, hi ha la possibilitat d&#8217;utilitzar certes plataformes de compensaci\u00f3 que ofereixen beneficis flexibles que es poden triar. Parlarem d&#8217;aquesta opci\u00f3 a la tercera de les opcions, <strong>equival\u00e8ncia entre punts i euros<\/strong> .<\/p>\n<p>Els beneficis d&#8217;aquest sistema, que considerem el menys agressiu, \u00e9s que l&#8217;empresa pot desgravar totes aquestes despeses al vostre compte de p\u00e8rdues i guanys i que, per tant, <strong>hi ha un benefici fiscal en comparaci\u00f3 amb els dos altres m\u00e8todes<\/strong> . A m\u00e9s, un sistema d&#8217;aquest tipus (no dinerari) genera una motivaci\u00f3 una mica m\u00e9s intr\u00ednseca que els de compensaci\u00f3 diner\u00e0ria, cosa que pot afavorir un <strong>canvi de comportaments que es mantingui en el temps<\/strong> (hi hagi o no el sistema d&#8217;incentius en el futur). Finalment, els sistemes no dineraris <strong>eviten el xoc directe amb els sistemes de retribuci\u00f3 variable de l&#8217;empresa i s\u00f3n m\u00e9s f\u00e0cils d&#8217;activar\/desactiva<\/strong> o modificar si es considera necessari.<\/p>\n<h3>Bonus per als tres primers classificats<\/h3>\n<p>Aquesta \u00e9s una opci\u00f3 mixta, en la qual l&#8217;adre\u00e7a estableix un pressupost tancat per destinar aquest sistema d&#8217;incentius. <strong>Aquest pressupost es divideix entre els tres primers classificats, de la seg\u00fcent manera: 60% millor classificat, 35% segon classificat, 15% tercer classificat<\/strong> . Aquest sistema \u00e9s f\u00e0cilment aplicable, est\u00e0 limitat, i \u00e9s mesurable per part dels treballadors que hi participaran si coneixen els premis abans d&#8217;iniciar el programa.<\/p>\n<h3>Marcar una equival\u00e8ncia entre punts i euros<\/h3>\n<p><strong>Cada punt aconseguit equival a 1 euro al qual el treballador t\u00e9 dret<\/strong> . Aquest sistema \u00e9s el m\u00e9s agressiu, ja que l&#8217;impacte de les accions es pot mesurar per part dels treballadors i veuran una recompensa directa als seus esfor\u00e7os. No obstant aix\u00f2, pot ser que si no hi ha m\u00e9s incentius en el pla retributiu dels treballadors, es deixi de parar atenci\u00f3 a les tasques principals.  <strong>Aquest sistema nom\u00e9s el recomanem a departaments de vendes B2B que ja tinguin forts incentius establerts per la consecuci\u00f3 de vendes.<\/strong><\/p>\n<p>Un dels inconvenients d&#8217;establir aquest sistema de compensaci\u00f3 monet\u00e0ria \u00e9s que el sistema retributiu de tota la companyia es pot veure afectat i per tant pot ser necessari modificar-lo, per assegurar un balan\u00e7 i una coher\u00e8ncia adequats entre tots els objectius del negoci (per exemple: incloent-ho com un objectiu personal od&#8217;equip dins del model que tingui la companyia). En aquest sentit, pot ser necessari redefinir tot el model d&#8217;objectius\/retribuci\u00f3 variable de la companyia, per aix\u00f2 comptem amb consultories estrat\u00e8giques de recursos humans com <a href=\"https:\/\/humanway.es\/\" target=\"_blank\" rel=\"noopener\">Human Way<\/a> .<\/p>\n<p>Tamb\u00e9 hi ha l&#8217;opci\u00f3 de mantenir un sistema en paral\u00b7lel, utilitzant plataformes que permetin bescanviar els punts per euros. Alguns exemples de plataformes poden ser els que ofereix <a href=\"http:\/\/beinspiringtools.com\/beneficios-flexibles\/\" target=\"_blank\" rel=\"noopener\">Be Inspiring Tools<\/a> entre moltes altres. La gr\u00e0cia de fer servir aquestes plataformes \u00e9s que els treballadors poden triar entre una diversa varietat de compensacions, <strong>com per exemple subscripcions a gimnasos, llibres, formaci\u00f3, etc&#8230;<\/strong> <\/p>\n<h2>La clau<\/h2>\n<p>La clau per a la correcta aplicaci\u00f3 daquest sistema \u00e9s com sempre la gesti\u00f3 del canvi i les persones. \u00c9s important tenir un <strong>bon m\u00e8tode de comunicaci\u00f3 als treballadors<\/strong> de la implementaci\u00f3 daquest sistema i que sentengui. Per aix\u00f2 \u00e9s imprescindible que un cop hagi comen\u00e7at el recompte de punts, hi hagi un <strong>seguiment setmanal sobre l&#8217;evoluci\u00f3 dels punts per a cadascun dels participants, on es pugui veure un r\u00e0nquing i els treballadors puguin competir entre ells<\/strong> .<\/p>\n<p>Aquesta tasca \u00e9s la que arribem a cobrir des de <a href=\"https:\/\/cronuts.digital\/ca\/\" target=\"_blank\" rel=\"noopener\">CRONUTS DIGITAL<\/a> quan el departament de m\u00e0rqueting digital o de recursos humans de l&#8217;empresa no pot fer front a aquest tipus de q\u00fcestions.<\/p>\n<p class=\"geo-citation\" style=\"background:#f0f7ff;border-left:4px solid #2563eb;padding:12px 16px;margin:20px 0;font-size:0.95em;line-height:1.6;\">Un estudio de Deloitte (2025) confirma que las empresas con estrategia de marketing digital madura son un 23% m&aacute;s rentables que sus competidores. &mdash; <em>Fuente: Deloitte, Digital Maturity Report, 2025<\/em><\/p>\n<h2>Resultats<\/h2>\n<p>Explicats aquests <strong>tres exemples de programes retributius<\/strong> , es poden <strong>inventar i adaptar a la tipologia d&#8217;empresa<\/strong> a qu\u00e8 s&#8217;hagin d&#8217;aplicar. I encara que la generaci\u00f3 de contingut ser\u00e0 menys rellevant a empreses B2C, es pot compartir contingut a LinkedIn sobre la cultura empresarial, nous reptes comercials i un llarg etc\u00e8tera.<\/p>\n<p>Un dels nostres clients que opera dins del sector industrial ha optat per l&#8217;opci\u00f3 del premi als tres primers classificats i aquests n&#8217;han estat els resultats:<\/p>\n<ul>\n<li>El contingut generat per distribuir a l&#8217;ecosistema digital es va <strong>triplicar i per descomptat \u00e9s molt m\u00e9s especialitzat.<\/strong><\/li>\n<li>El nombre de seguidors de l&#8217;empresa a LinkedIn va augmentar un <strong>60% tres mesos despr\u00e9s de la implementaci\u00f3 del sistema<\/strong> .<\/li>\n<li>60 ulls veuen m\u00e9s que 10 i ha millorat molt la p\u00e0gina web.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alguns casos t\u00edpic amb qu\u00e8 ens trobem: Els membres del departament de vendes no exerceixen ambaixadors de marca a Linkedin posteant i publicant freq\u00fcentment per millorar la notorietat de la marca. El departament de m\u00e0rqueting ha de generar contingut sobre temes t\u00e8cnics, per\u00f2 el departament t\u00e8cnic no col\u00b7labora en la revisi\u00f3 o realitzaci\u00f3 dels mateixos. [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":72901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","schema_jsonld":""},"categories":[1],"tags":[],"class_list":["post-47749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.7 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Programa d&#039;incentius perqu\u00e8 treballadors participin al<\/title>\n<meta name=\"description\" content=\"A continuaci\u00f3, expliquem el programa d&#039;incentius perqu\u00e8 treballadors participin en el m\u00e0rqueting digital de la teva empresa. 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